Advertising is a great way to promote your business and increase sales, however, if you don’t have an original, creative approach for it you are not going to have the success that you are looking for or expecting. The marketing world is over-saturated, and it can be a little overwhelming trying to come up with a unique sales pitch, and even more concerning to wonder how it will be received. That then raises the questions, should you consider testing your advertising? And, if you decide to, what are the dangers or concerns about doing so? Will it affect your business? These are all genuine and very valid concerns.
Some people feel very strongly that their success is due to pre-testing. One such person is CMO of Domino’s Pizza, Russell Weiner, who believes that other than buying more media, the best way to increase sales and make advertising work better is with pre-testing.
The pros and cons of testing your advertising.
● Pre-testing is a great trial run. It allows you to get an idea about how a new ad or campaign will work before sending it out to the public.
● Statistics have shown that consistent advertising testing can increase the effectiveness of an ad by 20%.
● One version of testing is that once you create your ad, you are going to select a beta team to view, listen, or read the ad to give you feedback on it. This group will be hand-picked to represent your target audience (age, gender, and demographic).
● You can then see how your audience reacts to different ads. It gives you a first-hand look, which is something that you can’t do on your own, which is seeing how the public receives your ad.
● Once you observe the group’s reaction, you can then tailor your ad to fit the feedback that you’ve been given. This will prevent you from running a campaign that flops.
● Increases ROI. The goal of pre-testing is to test an ad to ensure that once it is launched, it completes its goal (increases sales). Nobody wants to see their money wasted.
● Many companies feel that it is not necessary to test. They believe that even with real-life studies (versus automated testing) they do not have enough data to decide on the effectiveness of a campaign. In other words, they like to trust their experience and go with their gut feeling.
● Perhaps you have a product or service that doesn’t work with automated testing and requires a more in-depth study that you are not willing to do at that time.
Keith Weed, Unilever’s Chief Marketing and Communications Officer, said in an interview in AdAge, “I’ve certainly got enough evidence, real hard evidence, showing that ads we’ve pretested perform better in the marketplace than ads we don’t. It’s inarguable proof.”
When it comes to pre-testing advertising, there are some substantial benefits to be seen from it.
Many believe that even if you are doubtful about pre-testing doing any good for your marketing, there is no harm in it, just for the sake of being thorough.
Now, with the power of automation, it is not as costly as previously to pre-test. With the use of data, collected metrics are applied to measure the effectiveness, and remove any inefficiency, and provide valuable data to be used in the future.
Since every business is different and has its own products and services, pre-testing is not a one-size-fits-all. It depends on the resources available to your company and how you choose to test. Are you going to use automation or a more involved approach to gather your data and project the success of your new ads?
Marketing is continually changing, evolving, and growing, and pre-testing is proving to be an excellent way to save money and ensure the successfulness of marketing campaigns.
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